Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior n...Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior natural resources, but it is at a disadvantage in the market competition. The constraint factor is that the brand is not enough to obtain consumer trust. In order to provide countermeasures and suggestions for Guizhou provincial government and agricultural enterprises to shape green agricultural products brand, this paper explores the influence path of country-of-origin image of Guizhou province on brand trust of green agricultural products. Therefore, based on the theory of Country-of-origin effects this study conducts an empirical research. Taking the country-of-origin image, including natural conditions,technological conditions, brand supervision norms, technology input, government marketing promotion and government policies as antecedent variables, and green agricultural brand trust, including brand competence trust and brand quality trust as dependent variables, the structural equation model was constructed. Through data collection and empirical analysis by using structural equation model, this study found that natural conditions have a positive impact on brand competence trust, and technical conditions have a positive impact on brand quality trust. The brand supervision norms, technology input, government marketing promotion and government policy will all promote consumers to have a positive impact on brand trust in green agricultural products.展开更多
The competition anaong cellphone brands in the world is getting fiercer and fiercer in 3G era. This paper intends to examine the level of consumers＇ brand origin recognition accuracy of high-involved products （refer...The competition anaong cellphone brands in the world is getting fiercer and fiercer in 3G era. This paper intends to examine the level of consumers＇ brand origin recognition accuracy of high-involved products （referred to hereafter as BORAx）, investigate the factors facilitating BORAHI, and trace the implications of BORAHHI on brand evaluation, especially in cellphone industry. The BORAHI is measured in China through cellphones as the product object and a consumers＇ cognitive model of BORAhn is built. The paper concludes that： Chinese urban consumers have a fairly high BORAHHI; better-educated consumers demonstrate higher BORAHHI scores for foreign brands; rmle consumers have higher BORAHI scores than fe-rrules consumers; consumers lower in ethnocen-trism exhibit higher level of BORAHI for foreign brands, and ethnocentrism has no effect on BO-RAHI for local brands; international experience is not related to BORAHI for local brands; internation-al experience is positively related to education and income respectively, but it is negatively related to age. This research finds that the consumer behavior in China, one of emerging markets, is significantly different from that in developed countries.展开更多
The theory of the country-of-origin image is discussed and the natural relations between county-of-origin image and the regional brand are explored.The paper points out that the dispersion of agriculture has intensifi...The theory of the country-of-origin image is discussed and the natural relations between county-of-origin image and the regional brand are explored.The paper points out that the dispersion of agriculture has intensified the natural relations to a large extent.The paper probes into the branding status of agriculture in Guanzhong-Tianshui economic zone and points out the problems of it.In the first place,the agricultural industrial system is complete but there is no unified agricultural regional brand;in the second place,the weak awareness on protecting brand leads to the irrational behaviors on damaging brand.From the perspective of the image of the country of origin,the branding mode of agriculture is established and the countermeasures on improving the competitiveness of agricultural products are put forward.Firstly,the leading role of the government should be fully displayed;secondly,the image protection of original production place and regional brand promotion of the agricultural region should be intensified;thirdly,the functions of local pillar industries in protecting image and regional branding should be fully made use of.展开更多
文摘Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior natural resources, but it is at a disadvantage in the market competition. The constraint factor is that the brand is not enough to obtain consumer trust. In order to provide countermeasures and suggestions for Guizhou provincial government and agricultural enterprises to shape green agricultural products brand, this paper explores the influence path of country-of-origin image of Guizhou province on brand trust of green agricultural products. Therefore, based on the theory of Country-of-origin effects this study conducts an empirical research. Taking the country-of-origin image, including natural conditions,technological conditions, brand supervision norms, technology input, government marketing promotion and government policies as antecedent variables, and green agricultural brand trust, including brand competence trust and brand quality trust as dependent variables, the structural equation model was constructed. Through data collection and empirical analysis by using structural equation model, this study found that natural conditions have a positive impact on brand competence trust, and technical conditions have a positive impact on brand quality trust. The brand supervision norms, technology input, government marketing promotion and government policy will all promote consumers to have a positive impact on brand trust in green agricultural products.
基金This paper was supported by the National Basic Research Pro-gram of China under Crant No. 2012CB315805 the National Natural Science Foundation of China under Crants No. 71172135, No. 71201011+1 种基金 the Ministry of FAucatinn of the People＇s Republic of China under Crant No. 09YJC630074 the Fundamental Research Funds for the Central Universities under Crant No. 2011 RC044.
文摘The competition anaong cellphone brands in the world is getting fiercer and fiercer in 3G era. This paper intends to examine the level of consumers＇ brand origin recognition accuracy of high-involved products （referred to hereafter as BORAx）, investigate the factors facilitating BORAHI, and trace the implications of BORAHHI on brand evaluation, especially in cellphone industry. The BORAHI is measured in China through cellphones as the product object and a consumers＇ cognitive model of BORAhn is built. The paper concludes that： Chinese urban consumers have a fairly high BORAHHI; better-educated consumers demonstrate higher BORAHHI scores for foreign brands; rmle consumers have higher BORAHI scores than fe-rrules consumers; consumers lower in ethnocen-trism exhibit higher level of BORAHI for foreign brands, and ethnocentrism has no effect on BO-RAHI for local brands; international experience is not related to BORAHI for local brands; internation-al experience is positively related to education and income respectively, but it is negatively related to age. This research finds that the consumer behavior in China, one of emerging markets, is significantly different from that in developed countries.
基金Supported by Soft Science Projects of Science and Technology Development Plan in Hanzhong City
文摘The theory of the country-of-origin image is discussed and the natural relations between county-of-origin image and the regional brand are explored.The paper points out that the dispersion of agriculture has intensified the natural relations to a large extent.The paper probes into the branding status of agriculture in Guanzhong-Tianshui economic zone and points out the problems of it.In the first place,the agricultural industrial system is complete but there is no unified agricultural regional brand;in the second place,the weak awareness on protecting brand leads to the irrational behaviors on damaging brand.From the perspective of the image of the country of origin,the branding mode of agriculture is established and the countermeasures on improving the competitiveness of agricultural products are put forward.Firstly,the leading role of the government should be fully displayed;secondly,the image protection of original production place and regional brand promotion of the agricultural region should be intensified;thirdly,the functions of local pillar industries in protecting image and regional branding should be fully made use of.
